The dictionary defines congruity as significance: contract, stability, or fitness.That definition can also be utilised to define the ideal firm, just one where all sections of the business have been accountable for stability, and / or physical fitness . In that ideal business, all issues with this firm meet together. Each component (department / function / task / etc.. ) should match one other, and jointly they all work to construct the sum total. That means promotion makes the guarantees, and creation / satisfaction keeps those promises, and the government manages everything. By way of example, in the event the marketing section was developing a promotion, all of elements – the message, the newspaper, emblem, the typeface, the appearance, feeltexture – should be congruent to make the most of the potency of the message. To illustrate my point, an individual could choose distinctive fonts to publicize a pirate vs a mortuary.